Victoria Beckham has opened her first store, on London’s Dover Street, composed of three floors and covering 6,000 sq ft.
The store is a top-end offering designed by architect Farshid Moussavi and in the manner of all of the most expensive stores, this one has little merchandise and a lot of empty space.
Polished concrete, American walnut cabinets and dark, beetle-shell green glass walls for the changing rooms give the interior a truly upscale ambiance, complemented by a Damien Hirst artwork in the store’s basement.
Prices are very high and technology plays a major part in the store with purchases being made solely by iPads – there are no tills and the lighting scheme plays with shadow as much as illumination.
Plans are in place for a future rollout with New York slated as the location for the next store.